Advertising to upscale professionals: a case for daytime TV
Media consumption statistics have been derived from BARB and the IPA Touchpoints Survey 2017.
Upscale professionals are the key target audience for a substantial number of businesses and given their inherently higher disposable income, they hold a high value. However, there can be a perception that these individuals are too busy to be reached by many traditional forms of advertising – in particular, daytime television.
However, daytime TV can and should be considered within the media mix for targeting these individuals, and here’s why:
- Although lower than viewing amongst other audiences, TV still maintains a stronger reach during daytime than all other offline media channels, except for out of home.
- Daytime TV on the weekends offers even greater opportunities. With only 9% of these individuals likely to be at work, up to 56% will watch TV during daytime hours over the weekend.
- TV shouldn’t be treated as a whole and can be targeted in the same way as other channels, with daytime viewing of key stations such as Sky News, Sky Atlantic and Sky and BT’s Sports stations over-indexing versus all adults for these individuals.
- Budgets needn’t be an obstacle, as TV can be effectively tested at low levels, as All Response Media Account Director Jimmy Boardley explained in a recent edition of ARM Weekly
- The trackability of TV – via ARMalytics® – also allows for a more effective way of understanding what people are responding to, which is ultimately more important and effective than who your target audience might be watching, as determined by BARB.
- TV is the most scalable offline media channel while maintaining cost-efficient response (‘Thinkbox: new rules, new roles’, 2015) and advertising on daytime TV allows for robust testing of key variables, in order to scale effectively.
- Peak time TV offers significant potential to reach these individuals, with up to 60% of working AB adults watching TV on the average evening midweek. But, peak should be approached with a level of caution:
- Pricing is higher due to the demand from brand advertisers, so response rates need to be correspondingly higher to balance out the premiums and ensure that activity still backs out at a cost per acquisition level
- Ratings are also higher, meaning that each spot carries more risk from an acquisition perspective – the effect of an unresponsive peak spot will have a more significant business impact
How to reach this audience
- Run a daytime campaign, with a targeted test budget first to ensure that the channel is viable and that any audience and creative assumptions hold true.
- Test across a range of stations that are highly targeted for the audience, to determine the key areas for scale: be that days of week, channel genres or dayparts.
- Measure, learn and optimise: by tracking response to TV advertising from the first minute of a campaign, All Response Media can ensure that key results trends are spotted as they happen, and that airtime is optimised towards the best performing variables for both the short and long-term.
- Scale into peak dayparts once these unknowns have become known, with a view to increasing cost-efficient acquisition volumes further.